Okay so here's the thing - either Protein World are very stupid, very clever orboth. How much more exposure has the brand received since the ad campaign went live and the complaints started pouring in. No less than *71,111 people signed an official online petition at change.org, the Advertising Standards Agency (ASA) received *360 complaints and counting, the viral uproar goes on for virtual miles #everybodysready. A protest took place in London's Hyde Park and the anger shows no sign of abating - cue the vile Ms Hopkins who just had to get on the band wagon (she just can't help herself) and upset a few more people.

I'm a woman and I'm definitely not beach body ready - having just popped out my second child (well a year ago), I've decided to take my time to regain my body's former glory. Who am I kidding - it's bloody hard to get in shape - kids or no kids, especially over a certain age.

But I know there are no short cuts to get where you want to be. I've never been a fan of diets in any form and I'm not about to start taking weird pills to help me on my way. For me there's only one way to do it and that's healthy eating and exercise. Could the advert be considered offensive, yes. Does it promote an unhealthy body image, possibly?

But they say no PR is bad PR and Protein World is the hot topic on everyone's lips. The brand has undoubtedly raised its profile and I wonder if they would consider this campaign a success. Are we all going to rush out and buy this wonder product? I think not, but I guess that's up to you to decide.